New Zealanders’ wellbeing gets a boost in new ‘Top Up’ campaign via VML New Zealand
On behalf of Health New Zealand Te Whatu Ora, VML has teamed up with the Mental Health Foundation to launch a national behaviour change campaign that aims to help New Zealanders improve their own mental wellbeing and support the mental wellbeing of their family and others in their community.
The ‘Top Up’ campaign is underpinned by the 5 Ways to Wellbeing, because it’s proven to make a difference to the wellbeing of individuals, whānau and communities.
“Creating a strengths-based campaign that’s grounded in evidence in order to change behaviours and make a meaningful difference to New Zealanders’ wellbeing is the kind of mahi that the whole VML team care deeply about,” says Fleur Head, Managing Director at VML. “We’re excited to see it grow in communities across the country, and we’re already starting to hear ‘Top Up’ become a part of people’s wellbeing language.”
This campaign is the product of true collaboration, created with the Mental Health Foundation, Verian, Annique Davis, Bananaworks, and All is for All. As well as a wealth of input from people with lived experience and clinical expertise.
Adds Head: “Everyone involved in this kaupapa brought their own insights and perspectives to help shape the campaign, ensuring it reflects the communities its intended for and will deliver the positive outcomes we need. This wouldn’t be possible without them.”
The ‘Top Up’ campaign aligns with the Government’s Mental Health Targets, specifically by strengthening prevention and early intervention efforts and will reach up to 2.6 million New Zealanders each year across TV, radio, and social media. It will be complemented by a community grants program run by the Mental Health Foundation, offering $250,000 annually for two years to fund grassroots wellbeing initiatives.
Creative Agency: VML New Zealand
Production: Honeymoon Films
Director: Louis Sutherland
Photographer: Steve Boniface
Client: Health NZ | Te Whatu Ora
Partners: All is for All, Annique Davis, Bananaworks, Verian, Mental Health Foundation NZ